Coca-Cola has appointed Mother to handle the re-launch of its newly acquired water brand, Abbey Well. The brand will be brought under the Schweppes umbrella.
It is unclear if the agency pitched for the business. It already handles the advertising for the whole Schweppes portfolio.
Last month, Coca-Cola Great Britain acquired Waters & Robson, the owner of the Abbey Well water brand, for an undisclosed sum. It will now be bottled and distributed by Coca-Cola Enterprises.
Coke announced last week that it is planning to rebrand Abbey Well under the Schweppes name at the beginning of next year in a bid to widen its appeal. The marketing plans are yet to be revealed, but Coke says it is planning promotions associated with swimming.
As part of Coke’s sponsorship of the Olympic Games and Paralympic Games, Schweppes Abbey Well will be one of the drinks offered at London 2012.
The acquisition and re-launch of Abbey Well follows comments by Coca-Cola GB marketing director Cathryn Sleight to Marketing Week that there is still an “unexploited opportunity” for Coke to push Malvern’s links with the Schweppes brand (MW October 30).
The drinks company is mooting plans to create a closer association between Malvern and the Schweppes brand name as part of its wider marketing strategy for next year.